In 2016, we helped launch a new smartphone for Honor – a device aimed at the first-ever generation to be raised on smartphones. But we faced one major challenge. Our target – digital natives – are known for their sceptical attitude towards brands, forever weary of being talked to in voices they don’t relate to. So we found the voices of that generation – global influencers in the worlds of art, music, fashion and lifestyle – and turned them into their own media channels, partnering with i-D Magazine, illustrator Hattie Stewart, as well as stars Kris Wu, Brooklyn Beckham and Louane Emera.
Working with an influencer in the world of art, illustrator Hattie Stewart, we created a bold visual world – one as unique as our talent and their followers. Using her iconic style of illustration, we brought our communications to life with colour and quirkiness, something that really made us stand out in a category known for being very minimal and monochromatic. Working with i-D Magazine, we also created content and hosted it on channels our audience use most, including Snapchat, WeChat, Instagram, Facebook and YouTube. To support our campaign even further, we created three documentaries, one TVC as well as our global OOH campaign.
This influencer-led approach led to worldwide success. The result was Honor’s biggest and most successful launch to date. We sold 1.5 million handsets in just 50 days, with 115,000 in the first four days, with it becoming a #1 best seller on Amazon across Europe. Our documentary had over 1.8 million views on YouTube with over a million on Instagram. It also resulted in Brooklyn becoming a loyal brand advocate, with worldwide news coverage, as well as industry press, from the likes of Campaign, Creativity, PR Week, POPSUGAR, Fast Company, The Guardian, The Daily Mail, Yahoo and more.